Mobile Marketing to Reach $19 Billion by 2011
The world market for mobile marketing and advertising will be worth $19 billion by 2011, according to a study released Tuesday by New York research firm ABI Research. The report says the mobile advertising market projects to be worth about $3 billion by the end of this year, but a boom in spending on broadcast mobile video will greatly increase the value of the mobile market over the next several years.
The report also calls on carriers, advertisers and marketing companies to utilize multiple technologies and business models to reach mobile consumers. “Mobile advertising and marketing is a risky, albeit enticing business,” says Judith Rosall, a principal analyst for ABI Research. “Unlike the PC, a mobile device offers a uniquely personalized communications channel. Carriers worldwide have quite a bit of information about their end-users [including] name, sex, age, geographical location. … But they don’t want to release this information, because they want to protect and control their customers.”
Rosall also points out that mobile advertising is in very different stages of maturity throughout the world. In Europe and Asia, it is a fairly well-developed marketing tactic, whereas it is still in its infancy in the U.S.